Mining Texts to Understand Customers' Image of Brands

Hyung Jun Ahn

《International Journal of Electronic Commerce Studies》 4卷1期 (2013/06) Pp. 131-134

https://doi.org/10.7903/ijecs.1122

並列摘要

Text mining is becoming increasingly important in understanding customers and markets these days. This paper presents a method of mining texts about customer sentiments using a network analysis technique. A data set collected about two global mobile device manufactures were used for testing the method. The analysis results show that the method can be effectively used to extract key sentiments in the customers' texts.

並列關鍵字

Text Mining ； Customer Sentiments ； Semantic Network Analysis ； Social Network Services

參考文獻

Cooke, M.,Buckley, N.(2008).Web 2.0, social networks and the future of market research.International Journal of Market Research.50(2),267-292.

Glance, N.,Hurst, M.,Nigam, K.,Siegler, M.,Stockton, R.,Tomokiyo, T.(2005).Deriving marketing intelligence from online discussion.eleventh ACM SIGKDD international conference on Knowledge discovery in data mining.(eleventh ACM SIGKDD international conference on Knowledge discovery in data mining).:

Palshikar, G.,Ghosh, A.,De, R.,Pal, S.(2007).Keyword extraction from a single document using centrality measures.Proceedings of Pattern Recognition and Machine Intelligence.(Proceedings of Pattern Recognition and Machine Intelligence).:

Christensen, G.L.,Olson, J.C.(2002).Mapping consumers' mental models with ZMET.Psychology and Marketing.19(6),477-501.

Feldman, R.,Sanger, J.(2007).The text mining handbook: Advanced approaches in analyzing unstructured data.New York:Cambridge Univ Pr.